Houston #2018126 v1 luedke hospitality presentation new

HOSPITALITY THE NEXT DIFFERENTIATOR IN LAW FIRM COMPETITION

Presented by: William T. Luedke IV December 8, 2006

©2006 Bracewell & Giuliani LLP 1

HOSPITALITY THE NEXT DIFFERENTIATOR IN LAW FIRM COMPETITION I. II. III. IV. V. VI.

Introduction Service vs. Hospitality Hospitality Techniques Recruiting, People & Culture Mistakes Summary

©2006 Bracewell & Giuliani LLP 2

INTRODUCTION

• Acknowledgements to Danny Meyer and "Setting the Table."

• Visits to Union Square Café.

©2006 Bracewell & Giuliani LLP 3

INTRODUCTION

• We deliver a product – legal skills, knowledge and experience.

• It is an excellent product.

• Generally, our product is no better or no worse than that provided by the other Top 150 law firms.

• We provide excellent service to our clients.

• Generally, the level of service we provide is no better or no worse than that provided by the other Top 150 law firms. ©2006 Bracewell & Giuliani LLP 4

INTRODUCTION

•

•

Given that we have an excellent product (as do others) and provide excellent service (as do others), what can we do to distinguish and differentiate our firm from our competitors?

The Answer – HOSPITALITY.

©2006 Bracewell & Giuliani LLP 5

SERVICE VS. HOSPITALITY

• • • •

Definition of Hospitality.

It is important to understand the difference between service and hospitality.

Service is the technical delivery of the product (drafts delivered on time; deposition schedules adhered to).

Hospitality is how the delivery of the product makes the recipient feel.

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SERVICE VS. HOSPITALITY

• • • • • •

Service is a monologue – how we want to do things and the standards we set for ourselves.

Hospitality is an ongoing dialogue with the client – constantly listening and responding.

Service is returning a call promptly.

Hospitality is how the client feels during and after the return of the call.

Service is delivering a document on time.

Hospitality is how the client feels during the receipt of the document and after reviewing it.

©2006 Bracewell & Giuliani LLP 7

SERVICE VS. HOSPITALITY

• • •

Hospitality is the sum of all the thoughtful, caring gracious things you do to enhance the overall experience on a personal level.

Hospitality is creating positive, uplifting outcomes for a human experience.

Virtually nothing is as important as how one is made to feel while undergoing any experience, including a business transaction or in litigation.

©2006 Bracewell & Giuliani LLP 8

HOSPITALITY TECHNIQUES

• •

Some "psycho-babble": Within moments of birth, babies receive the first four gifts of life: eye contact, a smile, a hug and some food.

Application to experience with a client (including a first meeting): – Eye contact – A smile – A feeling of welcome/affection (hug) – A sense of being cared for/taken care of (food)

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HOSPITALITY TECHNIQUES "On Their Side"

• • • •

Hospitality exists when the client believes another person is on their side.

The converse is true. You get most inhospitable vibes when someone is against you (or even neutral).

Hospitality is present when something happens for you.

Hospitality is absent when something happens to you.

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HOSPITALITY TECHNIQUES "On Their Side"

• • • •

Hospitality is showing clients you are on their side, not some impartial professional hired to give totally clinical advice.

Restaurant reservationists – "I'm so sorry, there are literally no tables available at 8:00. Can I put you on the waiting list for 8:00 and in the meantime book you for 8:45?"

"I just tracked down the gumshoe at the SEC who is jerking us around on our registration statement."

Vs. "The SEC called, and they will have no comments for you on your registration statement until at least mid next week."

©2006 Bracewell & Giuliani LLP 11

HOSPITALITY TECHNIQUES "On Their Side"

•

• • • •

The ultimate result of being on the client's side, sharing the joy, sharing the pain, is when the client talks about the firm as their law firm, the so-called "Apostle" status.

Zone of Indifference.

Zone of Affection.

Zone of Loyalty.

Apostle.

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HOSPITALITY TECHNIQUES ABCD – "Always Be Connecting Dots"

• •

• •

"Dots" are pieces of information.

The more you collect, the more frequently you can make meaningful connections that make a client feel good and thereby give us an edge.

The advantages of using the full capabilities of InterAction.

The disadvantages of tripping all over ourselves.

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HOSPITALITY TECHNIQUES ABCD – "Always Be Connecting Dots"

• • • • •

Knowing what types of matters we have handled for the client.

Knowing with whom the client has relationships (both professional and personal).

Knowing how we have entertained the client.

Knowing the presentations the client has been invited to/attended or the e-mail blasts the client receives.

Knowing the client's personal tastes and hobbies in order to do something special.

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HOSPITALITY TECHNIQUES The "Athletic" Approach

• • • • • •

The "athletic" approach to hospitality.

Implies energy, alertness, flexibility.

Sometimes playing offense, sometimes playing defense.

Always playing to win.

Offense – proactively figure out ways to enhance the overall experience.

Defense – getting better at overcoming and rectifying mistakes or defusing angry client situations.

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HOSPITALITY TECHNIQUES Humor

• • • •

Humor is vital to hospitality.

A good sense of humor about oneself, one's business and life in general goes a long way toward fostering good feelings.

Not the ability to tell a joke or story (that is a monologue).

The ability to perceive humor in the course of interactive events and contacts.

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HOSPITALITY TECHNIQUES The Agents vs. The Gatekeepers

• • •

People can act as either agents or gatekeepers.

An agent makes things happen for others.

A gatekeeper sets up barriers to keep things from happening.

©2006 Bracewell & Giuliani LLP 17

HOSPITALITY TECHNIQUES The Agents vs. The Gatekeepers

• • •

Are you an agent or a gatekeeper?

Are you telling clients they can not do things ("That would violate federal securities laws! You will go to jail!") or Are you conveying an attitude of trying to find a way to overcome obstacles ("Let's see if we can find a legitimate way around this stupid regulation.").

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HOSPITALITY TECHNIQUES Leaving the Campsite Cleaner Than When You Found It

• • •

Elizabeth Swift Catering.

Strive to have your stock with the client higher after each experience.

Have the client feel after each experience that it is better off, it's goals are closer to be achieved.

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HOSPITALITY TECHNIQUES Interaction with Clients

• • • • •

Treat first timers as well as regulars.

Ritz-Carlton criticisms.

If a client says "thank you," do not say "no problem" (serving the client is not a problem).

Say "you're welcome" or "glad to help."

Convey that you take pleasure in creating pleasure for clients.

©2006 Bracewell & Giuliani LLP 20

HOSPITALITY TECHNIQUES Interaction with Clients

• • •

Be on time (or early) for meetings and appointments.

Chronic lateness is pure arrogance and taints the overall experience from the start.

Very little makes clients madder than having to wait.

©2006 Bracewell & Giuliani LLP 21

HOSPITALITY TECHNIQUES Special Attention

• • • •

Mary Kay – Everyone goes through life with an invisible sign hanging around their necks that reads: "Make Me Feel Important."

Bracewell Summer of '77.

Ritz-Carlton check-in.

Daniel reservations.

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HOSPITALITY TECHNIQUES Special Attention

• • • •

Do something special for a client that involves their being the first to experience it.

First tour of new conference facilities.

Opening night at the ballpark.

Use personal letters/notes, not e-mails.

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HOSPITALITY TECHNIQUES Create a Legend

• • •

Some deed of extraordinary, unrequested, unexpected service that becomes a story the client will tell over and over.

The purse in the taxi cab.

Champagne in the freezer.

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RECRUITING, PEOPLE & CULTURE

• • • •

The only way to consistently provide superior hospitality is by recruiting, training and retaining the right kind of people.

Hospitality requires people with both strong technical skills and strong emotional skills.

Technical is how you perform your tasks and duties (this can be taught).

Emotional is how you relate to others on a personal level.

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RECRUITING, PEOPLE & CULTURE

• •

There is a trade off between efficiency and warmth.

A two star restaurant with soul can attract more loyal fans than a flawless four star restaurant (Lutece).

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RECRUITING, PEOPLE & CULTURE

• • •

Collegial people are essential to hospitality.

Collegiality – the ability to naturally radiate warmth, friendliness, happiness and kindness.

People with strong emotional skills are the best recruiters of others with similar skills.

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RECRUITING, PEOPLE & CULTURE

• • •

"Excellence Reflex" – an emotional skill.

People duck as a natural reflex when something is thrown at them.

The excellence reflex is the natural reaction to fix something that isn't right and improve something that could be better, without being asked to do so.

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RECRUITING, PEOPLE & CULTURE Five Core Emotional Skills

• • •

Optimistic Warmth (genuine kindness, thoughtfulness, a sense that the glass is always at least half full).

Intelligence (not just "smarts," but an insatiable curiosity to learn for the sake of learning).

Work Ethic (a natural tendency to do something as well as it can be done).

©2006 Bracewell & Giuliani LLP 29

RECRUITING, PEOPLE & CULTURE Five Core Emotional Skills

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• •

Self-Awareness and Integrity (an under-standing of what makes you tick and a natural inclination to be held accountable for doing things right with honesty and good judgment).

Empathy (an awareness of, care for and connection to how others feel and how your actions make others feel).

Empathy involves intuitively sensing the needs of the client. What are the business goals? What are the personal goals?

©2006 Bracewell & Giuliani LLP 30

MISTAKES

• • • •

The road to success is paved with mistakes well handled.

Perfection is impossible in our current legal environment.

Use mistakes as an opportunity to learn and profit.

When you acknowledge a mistake (promptly) and genuinely express your regret at having made it, clients will almost always give you a chance to win back favor.

©2006 Bracewell & Giuliani LLP 31

MISTAKES The Five "As" for Effectively Addressing Mistakes

• • • • •

Awareness. Many mistakes go unaddressed because you are not even aware they happened.

Acknowledgement. Direct (face to face if possible) acknowledgement of what happened.

Apology. "I am sorry that this happened to you." Do not make excuses – "we were understaffed" or "the dog ate your brief."

Action. Say what you are going to do to make amends, and follow through.

Additional Generosity. Send something (or do something) to thank the client for being a good sport.

©2006 Bracewell & Giuliani LLP 32

MISTAKES

• • • •

The time frame for correcting mistakes is immediate.

Respond graciously, and do so at once.

Error on the side of generosity. It is worth it to bear a significant short term cost if you are in it for the long haul.

Don't repeat your mistake.

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MISTAKES

• • • • •

Writing the "great last chapter."

Whatever happened, happened.

While you cannot erase what happened, you have the power to write the last episode so the story ends the way you want it to.

When the recipient of the mistake tells someone else about the mistake, your last chapter will be included.

Inject humor into the great last chapter.

©2006 Bracewell & Giuliani LLP 34

SUMMARY

•

As you tend to your next client project: – – – –

How is the overall experience going to make the client feel?

Am I conveying to the client that I am on their side?

Have I done my homework – connected the dots?

Am I looking for special ways to enhance the overall experience?

– Am I an agent or a gatekeeper?

©2006 Bracewell & Giuliani LLP 35

SUMMARY

• • •

Providing excellent hospitality requires operating simultaneously on two levels.

While doing excellent legal work and providing excellent service….

Always be asking yourself – how is the client being made to feel during this experience?

©2006 Bracewell & Giuliani LLP 36

Slide Example with Photograph

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